SEO vs. PPC: What’s the Best Strategy for your Business?
The aim of any viable internet marketing campaign is to grow your website/brand, improve
visibility and maximize conversions.
The truth is, no matter what services you offer on your websites, you’re going to need some
Traffic is the lifeblood of any online business, and thats why business owners go to great
lengths to optimize their websites to get a steady stream of visitors.
What are your options?
You’ve got two options to drive traffic to your websites:
• SEO (Search Engine Optimization)
• PPC (Pay-Per-Click).
Which is better for you?
Now, you may be wondering: what approach is better between SEO and PPC?
-It all boils down to what your business goals are.
Is your business centered on selling a product? Are you looking to build a strong follower
base for your content?
Understanding your business goals will help you determine what strategy is right for you.
But first, let’s take a look at what SEO and PPC mean.
SEO (Organic search engine rankings)
SEO is a digital marketing strategy to help your websites rank higher in online search engine
results. You do SEO by optimizing your website and content for keywords that internet users
It’s easy for people to quickly find your websites if you manage to rank in the top five pages
of search results.
You can do SEO for free if you’ve got the right knowledge and tools. Alternatively, you can
get an SEO expert to do it for you.
PPC (Paid advertising)
Pay-Per-click is what it sounds like – you pay for a search engine like Google to post an ad to
your website to drive more traffic to it.
You can use sites like Google Adwords or Yahoo Internet Marketing to drive content to your
websites and optimize conversions.
Choosing your digital marketing strategy
As stated earlier, the right strategy for your internet marketing campaign will depend on your
The most prominent difference between SEO and PPC is the cost of ranking or advertising.
What are the cost requirements?
For SEO, it’s free, although it might incur indirect costs (if you can’t do SEO yourself, you’ll
need to hire an SEO expert), and for PPC you pay for every click a visitor makes to your link
on the search results page.
What do I need for SEO?
Every viable SEO campaign will need intensive research to find out the keywords and
phrases that get the most hits within your niche.
If you have the required skills, it would be a great idea to go for SEO. However, bear in mind
that the learning curve is steep.
SEO simply takes time to master. It could be quite rewarding in the long-term if you stick to
Is PPC a better option?
If you urgently need traffic to your websites then I recommend PPC. It’s guaranteed to give
you a nice stream of visitors. Better still, you find visitors that are actively looking for your
However, PPC could quite expensive; especially when you’re targeting keywords and phrases
for services that are in high-demand with internet users.
If you plan to use PPC for a while, you’ll need to have a generous budget in place; else, SEO
will be your best bet.
Both SEO and PPC have great benefits for boosting traffic to your websites. I recommend
using both at various phases of your internet marketing campaign.